معرفی
Dr. Anne-Katrin Kleih is a Professor for Horticultural Economics within the Department of Fresh Produce Logistics at Hochschule Geisenheim University. She serves as Deputy Women's & Equal Opportunities Representative at the institution. Her research bridges consumer behavior, sustainable packaging solutions, and visual marketing for horticultural products.
Dr. Kleih's research focuses on understanding consumer behavior related to horticultural products, with particular emphasis on sustainable packaging for fresh produce (especially potted herbs), visual marketing of fresh fruits and vegetables, consumer understanding of plant care symbols, and market acceptance of peat-free substrates. Her work combines eye-tracking technology with traditional consumer research methods to understand visual attention patterns and decision-making processes in retail environments. She leads the research project 'PACKAGING POTTED HERBS SUSTAINABLY' (2022-2025), sponsored by the Federal Office for Agriculture and Food, which develops consumer-led sustainable packaging solutions.
Dr. Kleih's publication record shows consistent output in high-impact journals related to consumer behavior, horticulture, and sustainable practices. Her research demonstrates a strong methodological focus on mixed-methods approaches, particularly integrating eye-tracking with qualitative consumer insights. Recent work emphasizes practical applications for industry, addressing sustainability challenges while maintaining commercial viability.
Her research has practical applications for horticultural businesses, retailers, and packaging manufacturers, helping them develop products that align with consumer preferences while addressing environmental concerns. She has published extensively on photo-based qualitative interviewing techniques and their application in market research, contributing to methodological advancements in consumer behavior studies.
